This redesign by Prophet is meant to refresh and update the Green Mountain Coffee brand to put it on par with other famous coffee company logos.
By clicking on the photo above you can link to the website Brand New which features this redesign. 

This redesign of the Green Mountain Coffee Logo is very organic considering its soft textured appearance. As the texts explains the previous logo could also be considered organic as well because of it’s circular shape but it could also be seen as geometric because of the hard lines and bold colors. I feel in comparison that the new design has a much more organic feel overall especially with the soft greens and rich browns as well as the visual image of a mountain which connects it with a natural appeal. Both of these logos are also representational. In the before logo the only image other than the words and the green oval behind them is a coffee bean and in the after logo the green, white, and brown are a very obvious representation of a mountain. Both images seem very literal and although one could argue that since the mountain image could be seen as abstract I think it was made with one specific purpose to make a mountain top. This redesign is also much more effectively mediated compared to the old one because the designer uses an image which resonates with most people in a particular way. When most people think of coffee beans or coffee they think of a plant which is very organic and so are mountains. Also by softening the greens and adding the rich brown I think they wanted the viewer to feel more connected to the logo due to fact that people associate those colors with again this earthy and organic vibe. I believe the designer made these redesign choices to promote a more earthy and natural feel for the brand and this marketing scheme go very well with any type of go green or natural audience.